This Heineken commercial is taking a major risk with the gender segregation they have created. The commercial is obviously targeting men, indicating they are the ones that are going to drink the beer. The men are introduced to the walk-in fridge while the women are expected to be entertained by a walk-in closet full of shoes. In this way it seems that Heineken is primarily trying to promote its beer to men and not women which is hardly logical considering drinks are a non-gender specific item. Both sexes can enjoy beer and it just depends on a certain person's taste whether they prefer one drink over another.
Heineken however, does not seem to be concerned with this detail of their commercial. They must figure that women will not be offended by the assumption the beer company makes and that men will be extremely entertained by it. Although the commercial does focus on women for the greater part of the commercial, as they are lead on a tour through the house to the walk-in closet, the main idea is still that men will be interested most in their product. The most memorable part of this commercial doesn't involve women at all and actually serves to dismiss them by claiming that the men have something much greater to be excited by. It makes the women seem easily excited by things that are not very important, according to the commercials standards, and then turns to the men which are lavished by the advertised product. This commercial can either be found comical or sexist depending upon the person that is viewing it.
No comments:
Post a Comment